Citibank
Money Management 101
A social-first content system designed to make financial education clear, relatable, and easy to act on.
Role
Creative Director
Led concept, content system, and visual direction for a social-first financial education platform.
Worked across strategy, legal, and production to ensure the work stayed clear, compliant, and engaging.
Insight
Financial content often feels intimidating and out of touch, especially for younger audiences.
To connect, it needed to feel simple, relatable, and culturally fluent.
Challenge
Make financial education easier to understand without losing credibility.
Shift the tone from corporate to approachable while staying within strict legal guidelines.
Approach
We built a content system that simplified financial topics through humor, structure, and clear storytelling.
We partnered with Tony Talks to lead the voice of the campaign, using his natural tone and perspective to make the content feel authentic and easy to engage with.
The goal was to make people feel comfortable engaging with money, not overwhelmed by it.
Impact
500K+ impressions across TikTok, Instagram, and YouTube
8.3% engagement rate
+14% lift in trust among target audiences
Execution
Content System
Hero Content
Tone & Storytelling
Visual Language
Scalable Content
Compliance Integration
